POST SUMMARY: As labor day approaches the biggest challenge for the pharma industry continues to be holding on to experienced and talented marketers who take the view that patient centered marketing is essential. Continue reading »
POST SUMMARY: While consolidation continues within the pharma industry, there are opportunities for agencies to win more pharma business and become strategic partners, but it’s going to take a realization that the same old way of doing business is over. Continue reading »
POST SUMMARY: There can be no doubt that changes are needed within biopharma DTC marketing to ensure that marketing to patients and consumers remains relevant. However, as long as antiquated hiring practices and rebels are denied entry into DTC marketing the industry is doomed to see budgets cut further as senior management looks to cut costs.
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POST SUMMARY: Apps now represent 52% of time spent with digital media in the US, according to ComScore, up from 40% in early 2013. Yet most US smartphone owners download zero apps in a typical month, according to comScore’s new mobile app report. Are apps or mobile advertising right for pharma? Continue reading »
POST SUMMARY: To say that 2014 has been a challenging year for pharma would be an understatement. Budget cuts are kicking in and 86% of Rx’s are now generic medications while sales and marketing budgets have hit a dead end. More than that a lot of very talented and good DTC marketing people have left the industry because job satisfaction is a lot more important than a paycheck. Continue reading »
POST SUMMARY: eMarketing people have to be ready to launch several versions of their product websites from approval from the FDA to full DTC launch. Here are some best practices. Continue reading »
POST SUMMARY: What patients want/need in mobile health is much different than what marketers believe “we want”. There are some opportunities but it’s going to take time and money to get right.
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POST SUMMARY: Google said that AdWords will no longer allow advertisers to prevent their ads from showing up on “close variants” of their keywords — i.e., ads will, by default, show up on both the advertiser’s keywords and on close spellings. If you bid on the singular version of a keyword, it might also show on the plural version and you can no longer tell Google you don’t want that. Your ads might also show on misspellings and other “close variants” of your keywords. In other words you need to purchase spelling variants of your product and disease state for paid search. Continue reading »
POST SUMMARY: In an era where people don’t trust the mainstream media and get their new via the Internet everyone with a computer is a journalist. Unfortunately, there are too many people spreading misinformation and that misinformation is aimed directly at drug companies. Continue reading »
POST SUMMARY: The best digital marketing comes from a complete understanding of your audience through research, not through research that was intended for brand positioning. Continue reading »